EFFECTIVE COMMUNICATION AS A TOOL FOR ACHIEVING ORGANIZATIONAL GOAL AND OBJECTIVES IN NTA

(CASE STUDY OF NIGERIA TELEVISION AUTHORITY KADUNA)

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ABSTRACT

This research work centres on “Effective Communication as a tool for achieving organizational goals and objectives” the researcher examined the historical background of the study and the subject matter, the objective, significance and the scope of the research was well examined in the first chapter.

In the second chapter the researcher was able to reveal some selected views of authors on what “Effective Communication is, the basic concepts, systems, process, characteristics of communication flow, importance of the study as well as the used in any business organizations. The researcher highlights the method of data collection and also the instrument used in analyzing data.

The data gathered were analyzed in chapter four and hypothesis formulated was tested. The researcher finally draws conclusions thereby rendering relevant recommendations among which it is recommended that management should ensure that information does not go into distortion by minimizing the chain of information dissemination channels.

CHAPTER ONE

INTRODUCTION

Background of the study – – – – – – 1
Statement of the problem – – – – – – – 3
Objective of the study – – – – – – – – 4
Statement of hypothesis – – – – – – – 5
Significance of the study – – – – – – – 5
Scope of the study- – – – – – – – 6
Limitation of the study – – – – – – – 6
Historical background of the case study- – – – – 7
Definition of terms.- – – – – – – – 9

CHAPTER TWO

LITERATURE REVIEW

The conceptual meaning of communication- – – – 11
Methods of communication – – – – – – 14
Communication process- – – – – – – 16
Characteristics of effective communication- – – – 20
Objectives of communication- – – – – – 21
Flow of communication- – – – – – – 22
Importance of communication in Business Organization – 23
Communication system- – – – – – – 24

CHAPTER THREE

RESEARCH METHODOLOGY

Research design – – – – – – – – 27
Research population – – – – – – – 27
Sample size and sampling procedure – – – – – 28
Methods of gathering data- – – – – – – 28
Justification of method used- – – – – – – 29
Methods of data analysis- – – – – – – 30
Justification of instrument used. – – – – – – 32

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

Data presentation- – – – – – – – 33
Data analysis – – – – – – – – – 38
Test of hypothesis – – – – – – – – 42

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

Summary of findings- – – – – – – – 46
Conclusion- – – – – – – – – 47
Recommendations – – – – – – – – 48

Bibliography — – – – – – — – – 50

Appendices

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

Basically, communication touch every sphere of human activity, it informs or better still disseminate information/message to target audience. One of the peculiarities of the human race is communication among the members of the society. Communication is an essential attribute of human behaviour . In deed, communication is perhaps man’s most important singular activity because every other human activity revolves around communication.

Animals and trees also communicate, but it is man’s ability to create symbol, ascribe meanings and interpret messages that elevate him above the status of the lower animals and gives form and character to his existence. All organizations encourage effective communication by having established channels (formal and informal) of transmitting information to people. In all enterprises, effective organization channel is required to transmit company policies, programmes, rules and regulations. It is also required in dealing with customers, regulatory agencies and the generals public. It is through good communication with business owners, board of directors, management, peers and subordinates that an organization maintains goodwill, grows and waxes.

Communication also serves as an instrument of social interrelation. It help us understand ourselves, to keep in touch with other people, to understand them and to predict their response to situation, its means by which power is acquired, exercised and sustained. It is the medium through which relationship are established, extended and maintained, it provides a means by which people in business policies make decision and management and materials. In business and industry, communication helps to orient workers to work with one another and to achieve the good goals of the organization, and it is the means by which such goals can be pursued, attained sustained and improved.

It is the lubricant that keep the machinery of an organization functioning. It is the means through which roles are identified and assigned, it is the life blood of an organization.

The above brief historical consideration of communication emphasize its importance in human existence. To organize is to communicate; thus, no organization can survive without communication.

The effect of marketing communication is an organization can be measured in terms of attitude and performance for it affects the morale of the employees, and their attitude towards the organizational productivity.

STATEMENT OF THE PROBLEM

Most business organization today have failed in their bid to satisfy their potential customers not in quality or quantity of such goods and services provided but in terms of creating adequate awareness and enlightenment to its customers.

Before a product is made available for its market, organizations should determine which methods to be used to communicate it to the potential customers. The task involves the use of effective communication between marketing firm and it target audience. It is through communication that marketers are able to inform the target audience about their product, it price, performance, where it can be purchased e.t.c.

In communicating a product, marketers are faced with both controllable and uncontrollable problems such as the product, price, promotion, competitors, economy of the nation e.t.c. To solve these problems, organization should put up a communication message that will

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